Author: Benjamin

  • Grow Your Reach, Not Your Budget: 11+ Low-Cost Marketing Ideas That Work for Ghanaian Businesses

    You don’t need a big budget to grow your business—just the right strategies. From the busy streets of Osu to the vibrant Makola Market, small businesses in Ghana must adapt and be smart to survive. This guide shares practical, affordable tactics used by real small businesses to build loyal customer relationships, increase visibility (online and offline), and drive sales without expensive ad campaigns.

    Each idea includes simple steps to implement today, real-world examples you can adapt, and free or cheap tools to maximize results. Whether you run a café, retail shop, or service business, these approaches work when you focus on customer experience, leverage existing platforms (like WhatsApp and social media), and track what resonates.

    As the saying goes, “Marketing isn’t about spending more—it’s about connecting smarter.”

    The following ideas are designed especially for Ghanaian entrepreneurs. Each comes with practical steps and real-life examples to help you apply actions that work for your business today.

    Idea 1: Help Before You Sell

    Core Concept:
    Offer a “try before you buy” experience that builds trust and introduces customers to your products, whether it’s a taste of your new drink or a discount on a first haircut.

    Tool 1: Personal Birthday Calls

    Action: Reach out to customers on the phone and wish them a happy birthday.

    Why It Works: Wishing a person a happy birthday can strengthen customer relationships and enhance loyalty.​

    How to Do It:

    1. Call to wish them Happy Birthday yourself.​
    2. Keep a record of customers’ birthdays using your Phone’s contact App.
    3. Offer a special birthday discount or gift during the call

    Tool 2: Birthday Discounts on Products/Services

    Action: Provide exclusive discounts on products for customers celebrating their birthdays.​

    Why It Works: Offering birthday discounts can increase customer loyalty and sales.​

    How to Do It:

    1. Send personalised messages with discount codes valid during their birthday month.​
    2. Ensure the offer is easy to redeem, either online or in-store.​

    Learn More: 


    Tool 3: First-Time Customer Bonus

    Action: Offer bonuses, such as free delivery or discounts, on a customer’s first purchase.​

    Why It Works: First-time purchases encourage new customers to be loyal.

    How to Do It:

    1. Promote the bonus clearly on your website and social media channels.​
    2. Ensure the offer is straightforward to claim.​

    Learn More: 

    Real-Life Examples:

    • If you run a small fashion business on Instagram, you could say, “Get GH₵10 off your first purchase.” It’s a small but thoughtful offer that can encourage someone to try your items for the first time.
    • If you sell pastries or snacks, you can say, “Free delivery for first-time orders within East Legon.” This kind of offer makes it easier for new customers to place an order without hesitation.

    Tool 4: Surprise Gifts with Orders

    Action: Include unexpected small gifts with customer orders to delight them.​

    Why It Works: Surprise gifts can enhance the customer experience and encourage repeat business.​

    How to Do It:

    1. Select affordable, relevant items to include as gifts.​
    2. Personalise the gift when possible, to increase its impact.​

    Real-Life Examples:

    • Imagine you sell locally made jewellery. You could include a small thank-you card with every order or even a free earring or ring holder with each jewellery purchase. 
    • If you sell food items, maybe you could add a small packet of groundnuts or a mini drink to orders over a certain amount. 

    Tool 5: Free Samples for New Customers

    Action: Provide free samples of your products/services to potential new customers.​

    Why It Works: Offering free samples or services can attract new customers by allowing them to try your product or service.

    How to Do It:   

    1. Distribute samples at events, in-store, or through targeted mailings.​
    2. Follow up with recipients to gather feedback and encourage purchases.​

    Learn More:

    Real-Life Example:

    • Imagine you sell homemade soaps. You could give out small samples at local markets or around your community—just a small piece of soap for people to try.
    • If you sell snacks, you could offer small free samples of cupcakes at a busy palace such as a bus stop or market. 

    Tool 6: Improve Customer Follow-Up

    • Send thank-you messages after purchases
    • Request customer feedback on WhatsApp or SMS

    Idea 2: Be Found Where People Are Searching

    Core Concept:
    If customers can’t find your business online, they won’t visit or buy. 

    Make sure your business appears when someone searches for “best jollof rice restaurant Accra” or “hair salon in East Legon.”

    What Can You Do?

    Tool 1: Google Business Profile


    Action: Register your business on Google Business Profile so that your shop shows up on Google Maps and in local search results.

    Tool 2: Learn How — Watch this step-by-step tutorial on setting up your Google Business Profile:


    Idea 3: Use WhatsApp as Your Customer Manager

    Core Concept:
    In Ghana, WhatsApp is how we stay in touch with family, friends, and now… customers. 

    Use WhatsApp Business to handle orders, answer questions, and keep your regular customers returning.

    What Can You Do?

    Tool 1: WhatsApp Business App
     

    Action: Download and set up WhatsApp Business to create a product catalog and use quick replies for common questions.

    Tool 2: WhatsApp Automation via Web Tools

    Action: Use free web tools to set up broadcast lists and automate simple messaging.

    Resource – Video:


    Idea 4: Partner Locally, Grow Strategically

    Core Concept:

    Collaborate with other local businesses in Ghana to cross-promote each other’s products or services. 

    Such partnerships can expand your customer base, enhance brand visibility, and foster community engagement.​

    What Can You Do?

    Tool 1: Implement Cross-Promotion Strategies

    Action: Develop mutual agreements with complementary businesses to promote each other. 

    This can be achieved through various methods:​

    • Flyer Exchange: Distribute each other’s flyers at your respective business locations.​
    • Social Media Shoutouts: Feature each other’s products or services on your social media platforms.​
    • Joint Discounts: Offer bundled discounts when customers purchase from both businesses.  How to Increase Sales Through Cross-Promotion
    • Collaborative Events: Host events together to attract a broader audience.​

    Real-Life Example:
    Imagine a juice bar in Osu that partners with a nearby bakery. Customers who buy a smoothie receive a discount voucher for the bakery, and vice versa.​

    Tool 2: Learn How to Create Beneficial Partnerships

    Action: Educate yourself on forming effective business partnerships. Understanding the principles of successful collaborations can lead to more fruitful outcomes.​

    Real-Life Examples in Ghana

    • Fashion and Accessories: A clothing boutique in Accra collaborates with a local jewellery maker. They display each other’s products in their stores and promote them on social media.​
    • Food and Delivery Services: A restaurant partners with a local delivery service. Customers ordering from the restaurant receive discounted delivery rates, benefiting both businesses.​
    • Artisans and Markets: Local artisans team up with market vendors to showcase their crafts, attracting more customers to both stalls.​

    Tips for Success in Joining Forces

    Real-Life Example:
    Let’s say you make and sell meat pies and chips from your house. If there’s also a lady in your area who sells fresh fruit juice. You can

    1. Choose Complementary Partners:
      Your food and her drink go well together. You both sell to the same kind of people—like workers, students, or parents who want something quick to eat.
    2. Set Clear Objectives:
      You agree to help each other. When someone buys your meat pie, you tell them, “There’s nice fresh juice just down the road—go try it.” She also tells her juice buyers, “If you want something to eat with this, go and buy a meat pie from my friend.”
    3. Evaluate and Adapt:
      After one or two weeks, you both ask: Are more people buying? Are they asking about each other’s food or drink? If it’s helping, you can keep doing it or even plan a small promo together, like, “Buy a meat pie and get a small discount on juice.”

    Idea 5: Build a WhatsApp Community Group

    • Core Concept:

    Instead of just adding people to one WhatsApp group, you can now create a WhatsApp Community. This helps you manage many groups in one place and makes it easier to send updates to all your customers.

    If you run a small business in Ghana—whether it’s a boutique, food joint, or hair salon—this is a great way to connect with your regular customers, give them offers, and keep them coming back.

    What Can You Do?

    Tool 1: Create a WhatsApp Community

    Action: Start a WhatsApp Community for your business. You can organise your customers into different groups, such as:

    • VIP Customers
    • Product Categories (e.g., Men’s Shoes, Weekend Specials
    • New Arrivals

    Real-Life Example:
    If you sell clothes in Madina, create separate groups within your community for:

    • Men’s Wear
    • Women’s Wear
    • Discount Offers

    How to Set It Up:

    1. Open WhatsApp
    2. Tap the Communities tab
    3. Tap New Community
    4. Add existing groups or create new ones based on your business needs

    Tool 2: Keep People Engaged

    Action: Don’t just post adverts. Use your community space to:

    • Ask engaging questions (e.g., “Which colour of shoe should we restock?”)
    • Share helpful tips (e.g., “How to style Ankara”)
    • Announce sales or new stock arrivals
    • Post polls to collect feedback (e.g., “Which flavour do you prefer: mango or pineapple?”)

    Real-Life Example:
    If you run a small food spot in Dansoman, ask your customers what combo they’d love for the Friday Special. Let them vote directly inside the group! 

    Tips for Using WhatsApp Communities Well

    • Only post useful stuff—don’t spam.
    • Reply when people comment or ask questions.
    • Show behind-the-scenes moments (e.g. how you package orders).
    • Reward your active members with small discounts or shout-outs.

    Learn More — Easy Guides to Help You

    Tool 3: Expand Beyond WhatsApp Communities

    • Create a simple Telegram channel for announcements (for customers who prefer it)
    • Use Facebook Groups for community engagement

    Final Tip:
    Start small. Add your loyal customers first and build from there. 


    Idea 6: Let Your Customers Do the Marketing

    Core Concept:
    Happy customers are your best promoters. Encourage them to share their positive experiences with friends and on social media.

    What Can You Do?

    Tool 1: Let Happy Customers Promote You

    Action: Your happiest customers can help spread the word about your business. 

    Here’s how to make it easy for them—and useful for you:

    • Ask your customers to take simple photos or videos while using your product or enjoying your service.
    • Tell them to share it on WhatsApp, Instagram, Facebook, or TikTok and tag your business.
    • When they post it, you can also repost it on your page.

    Why It Works:

    • People trust real photos and videos more than adverts.
    • It helps you reach new people without paying for ads.

    Tips to Make It Work:

    • Gently ask happy customers, “Please share and tag us if you liked it.”
    • You can even give a small thank you, like a repost, shoutout, or small discount next time.

    Real-life Example:
    If you braid hair, ask your clients to take a selfie after you finish. When they post it and tag you, other people will see your work and may come to you too.

    Learn More:

    ·    

    Tool 3: Showcase & Track on Social Media
     

    Action: Use Instagram Stories, WhatsApp Status, and Facebook posts to showcase real customer reviews and testimonials. Create highlight sections like “Happy Clients” or “Customer of the Week.”

    Real-Life Example: 

    You can also create a hashtag (e.g., #MadeWithLoveGH or #StyledBy[YourBusinessName]) that customers can use when posting about your product or service.

    Tool 3: Read these blogs to understand how referral systems and customer reviews help grow trust:

    Tool 4: Leverage Social Media More Effectively

    • Post consistently (e.g., 3-5 times per week)
    • Use Instagram/Facebook Reels for short, engaging videos
    • Run polls or Q&A sessions to boost engagement
    • Collaborate with micro-influencers (even local ones with small followings)

    Idea 7: Sell Where People Already Shop – Digital Makola

    Core Concept:
    You don’t need a fancy website to start selling online. Platforms like Jiji, Tonaton, and Facebook Marketplace already attract thousands of Ghanaian shoppers daily.  

    What Can You Do?

    Tool 1: Jiji Ghana Seller Centre

    Action: Register on Jiji Ghana to list your products and take advantage of an already active customer base.

    Tool 2: Facebook Marketplace

    Action: List your products on Facebook Marketplace to reach a broad audience.


    Resource – Step-by-Step Guide:


    BONUS IDEAS

    Bonus Idea 8: Run a Social Referral Giveaway

    Core Concept:
    Boost your social media presence by hosting a referral contest. Encourage your customers to refer friends and reward top referrers with gifts or cash incentives.

    What Can You Do?

    Tool 1: Referral Contest via Social Media
     

    Action: Launch a contest on WhatsApp, Instagram, or Facebook. Ask customers to share your post or refer to their contacts. Reward the top three referrers with prizes.

    How to Implement This

    Tool 1: WhatsApp Referral Contest

    Action Steps:

    1. Create a Broadcast List: Compile a list of your existing customers on WhatsApp.​
    2. Design a Shareable Message: Craft a message that includes:​
    3. A brief description of your referral contest.
    4. Instructions on how to participate.​
    5. Details of the prizes to be won.​
    6. Track Referrals: Ask new customers to mention who referred them when making a purchase or inquiry. Keep a simple log to track referrals.​
    7. Reward Top Referrers: At the end of the contest period, reward the customers with the highest number of successful referrals.​

    Real Life Promotion Message:

    Refer & Win!
    Love our products? Tell your friends!
    For every friend you refer who makes a purchase, you get a point.
    The top 3 referrers this month win amazing prizes!
    Let’s grow together!​

    Resource – Video Tutorial:


    Tool 2: Instagram & Facebook Giveaway

    Action Steps:

    1. Create an Engaging Post: Design a visually appealing post announcing your referral contest. Include clear instructions and prize details.​
    2. Encourage Sharing:
      1. Ask followers to tag friends in the comments.​ 
      2. Share the post to their stories or feed. 
      3. Follow your page​
    3. Track Engagement: Use the tagged comments and shared posts to track participants and their referrals.​
    4. Announce Winners: After the contest period, announce the winners publicly and thank all participants.​

    Resource Guide:
    How to Run a Facebook Giveaway: A 6-Step GuideMarketing Scoop


    Prize Ideas Suitable for Ghanaian Customers

    • Discount vouchers for future purchases.​
    • Free products or services.​
    • Branded merchandise (e.g., T-shirts, mugs).​
    • Mobile airtime or data bundles.​
    • Cash prizes via mobile money platforms.​

    Bonus  Idea 9: Create Digital Flyers with Canva

    Core Concept:
    Attractive digital flyers can promote your offerings on social media. Use local design elements and colors that resonate with Ghanaians.

    What Can You Do?

    Tool 1: Design Flyers with Canva

    Action: Use Canva to create digital flyers that advertise offers, events, or new products.


    Resource – Blog:

    Tool 2: Share Flyers Digitally

    Action: Distribute your flyers via WhatsApp groups, Facebook pages, and Instagram stories using local hashtags like #AccraDeals and #MadeInAccra.


    Bonus Idea 10: Using AI To Further Your Business

    Core Concept:

    Artificial Intelligence (AI) isn’t just for tech companies abroad—it can work for small businesses here in Ghana, too.


    What Can You Do?

    Tool 1: Instagram Prompt for a Captivating Post

    Prompt:

    “Write a captivating Instagram caption to promote a weekend sale at my boutique in Osu. Make it catchy, and fun, and add Ghanaian slang or emojis.”

    Example Output:

    🔥 Weekend VIM SALE dey dropping! 🔥 Come vibe with the best styles in town this Friday–Sunday. Osu to be hot! 💃🏽🕺🏽 #ShopLocalGH #WeekendSale #OsuVibes


    👔 Tool 2: LinkedIn Prompt for a Professional Post

    Prompt:

    Write a LinkedIn post sharing 3 lessons I learned from running a small business in Accra this year. Keep it professional but relatable to other entrepreneurs in Ghana.

    Example Output:

    Running a small business in Accra has taught me more than any textbook ever could.
    ✅ The hustle is real, but discipline is key
    ✅ Delivery & customer service make or break your rep
    ✅ Never underestimate word-of-mouth
    Let’s keep building the future of Ghanaian entrepreneurship 🇬🇭 # Entrepreneurshipgh #SmallBusinessAfrica


    Tool 3: Facebook Prompt for Community Engagement

    Prompt:

    “Create a Facebook post encouraging people in Accra to tag a friend they’d bring to my food spot this weekend for a free jollof tasting. Make it engaging and informal.”

    Example Output:

    Who loves free jollof? 😋 Tag that friend who no dey miss any food joint and come vibe this weekend! Jollof tasting from 1 PM – first 30 people only! Let’s chop and chill 🥘🔥 #JollofWithVim #AccraEats #FreeTing


    Tool 4: WhatsApp Broadcast Prompt

    Prompt:

    Write a short WhatsApp message reminding my customers about a 2-day discount on all hair products. Keep it polite and friendly.

    Example Output:

    Hi dear 💫 Just a quick reminder: our 2-day sale on all hair care products is still on! Enjoy up to 20% off until tomorrow evening. Don’t miss out! 🛍️ Call/WhatsApp to order. #SupportLocal


    Tool 5: Inspirational Prompt (General Use)

    Prompt:

    “Write a motivational quote for young Ghanaian entrepreneurs to post on Monday morning to inspire others to stay consistent.”

    Example Output:

    “Waking up early is not the hustle—showing up every day with purpose is. Keep building. Ghana needs your ideas.” 💡🇬🇭 #MondayMotivation #GhanaHustle #YoungEntrepreneursGH


     Tool 6: Twitter Prompt for a Quick, Punchy Post

    Prompt:

    “Write a witty tweet about how small businesses in Ghana are the real MVPS.”

    Example Output:

    The lady selling waakye from her porch feeds more people than some offices. Ghanaian small biz owners = MVPS. 🫡 #GhanaHustle #SupportLocal


    🧠 More AI-Powered Ways to Grow Your Business in Ghana


     1. Generate Business Names

    Prompt:

    “Give me 5 catchy name ideas for a food delivery business in Kumasi.”

    Example Output:

    • ChopChop Express
    • Ashanti Eats
    • Fast Pot GH
    • Twa Dɛ Delivery
    • Kumasi Kitchen Kart

     2. Write Product Descriptions

    Prompt:

    “Write a short description for the handmade shea butter soap I sell in Ghana. Highlight its benefits and organic ingredients.”

    Example Output:

    Nourish your skin the natural way with our handcrafted shea butter soap—made in Ghana with love. 🌿 100% organic. Perfect for sensitive skin. Smells amazing too!


     3. Draft Payment Reminders or Invoices

    Prompt:

    “Write a polite WhatsApp message to remind a client in Ghana that their balance of GHS 80 is due for last week’s cake order.”

    Example Output:

    Hi [Client Name], I hope you enjoyed the cake 🎂 Just a gentle reminder about the outstanding GHS 80 from your order last week. Let me know if you’d prefer MoMo or cash. Medaase 😊


     4. Plan Your Weekly Social Media Calendar

    Prompt:

    “Create a weekly content calendar for my natural hair products brand based in Accra.”

    AI can help you map out:

    • Monday: Hair care tip
    • Wednesday: Behind the scenes at the shop
    • Friday: Customer testimonial
    • Sunday: Soft sell product post

     5. Suggest Promotional Ideas

    Prompt:

    “Suggest 3 low-cost promotional ideas for a boutique in East Legon.”

    Example Output:

    1. “Bring a friend” discount
    2. Mid-week Instagram Live styling session
    3. WhatsApp sticker bundle for referrals

     Tools to Use AI for Free:

    Bonus Tool 11: Make It Easy for Customers to Pay with MoMo and Digital Payments

    Action:
    Let your customers know they can pay you through mobile money (MoMo), and make the process as simple as possible.

    Why It Works:

    • Many people in Ghana prefer to use MoMo—it’s fast, safe, and they don’t need to carry cash.
    • When paying is easy, customers are more likely to buy from you again.
    • Cashless payments also make your business look professional and trustworthy.

    How to Do It:

    • Clearly show your MoMo number on your flyers, Instagram page, WhatsApp status, or even write it neatly on your delivery bag or shop wall.
    • Use payment links (like ExpressPay, Hubtel, or your bank app) so you can just send a link on WhatsApp for quick payment—no long instructions.
    • Offer a small discount or bonus to people who pay by MoMo. For example:
      “Pay with MoMo and get GH₵2 off” or
      “Cashless customers get free delivery today.”

    Real-Life Example:
    Let’s say you sell secondhand clothes online. Instead of waiting for someone to send you MoMo manually and then confirm, you send them a payment link they can click and pay in seconds. 

    Or, if you sell food and offer delivery, you can say, “Pay by MoMo and get a free bottle of water.” It’s a small cost to you, but customers will appreciate it.

    By consistently applying even a few of these low-cost strategies, you can effectively reach more customers, build stronger relationships, and grow your Ghanaian business without breaking the bank. Good luck!

  • Demystifying Digital Marketing: Building Your Online Presence, One Step at a Time

    Ever feel like the online world is a crowded, noisy room where it’s impossible to be heard? You know your business, product, or service has value, but navigating the landscape of websites, social media, search engines, and emails feels overwhelming. Where do you even begin? How can you effectively reach the right people without getting lost in the digital clutter?

    The good news is, understanding digital marketing doesn’t have to be complicated. Like building any meaningful habit, success comes not from trying to do everything at once, but from understanding the fundamentals and taking consistent, small steps. This post breaks down the core ideas behind digital marketing into simple, manageable components, helping you build a solid foundation for your online presence.

    What Is Digital Marketing, Really? Focusing on the Core Shift

    At its heart, digital marketing is simply promoting your business, product, service, or brand using electronic devices and the internet. Think websites, social media platforms, search engines, email, mobile apps, and online ads.

    • The Key Difference from Traditional Marketing: While traditional marketing relied on physical mediums like newspapers, flyers, billboards, and direct mail, digital marketing meets people where they increasingly spend their time: online. It’s not just about different tools; it’s about engaging with audiences in the digital spaces they already inhabit.
    • The Fundamental Principle: Effective digital marketing is about being present and valuable where your potential customers are looking and when they are looking for solutions you might offer.

    The Building Blocks: Understanding the Key Digital Marketing Channels

    Instead of seeing a confusing list of tactics, think of these as different tools in your toolbox, each serving a specific purpose. You don’t need to master them all at once, but understanding their function is key.

    • Search Engine Marketing (SEO & PPC): Capturing Active Intent
    • What it is: This focuses on making your business visible on search engines like Google.
    • Search Engine Optimization (SEO): Think of this as optimizing your website and content (like blog posts or product pages) so search engines recognize its relevance and rank it higher in organic (non-paid) search results. The goal? To appear on that coveted first page when someone searches for terms related to what you offer. This is a long-term strategy built on providing value and relevance.
    • Pay-Per-Click (PPC) Ads: These are the paid advertisements you often see at the top of search results (e.g., Google Ads). You bid on specific keywords, and when someone searches for those terms, your ad might appear. You typically pay only when someone clicks on your ad. This offers more immediate visibility.
    • Why it Matters: People actively searching on Google often have a specific need or question – they have intent. Being visible here connects you with potentially motivated customers. (Think about it: When you search for “best running shoes near me,” you’re likely ready to learn or buy).
    • Consider This: What terms might your ideal customer type into Google when looking for a solution you provide?
    • Content Marketing: Building Trust and Authority Through Value
    • What it is: This involves creating and sharing valuable, relevant, and consistent content to attract and retain a clearly defined audience1 – and, ultimately, to drive profitable customer action.2 Content can take many forms: blog articles, videos, infographics, podcasts, guides, webinars, etc.
    • The Core Principle: Instead of directly selling, you provide useful information or entertainment. This builds trust, establishes you as an authority, attracts people to your brand, and nurtures potential customers over time. Think of it as earning attention by being genuinely helpful.
    • A Simple Way to Apply This: What are the most common questions your customers ask? Creating content that answers those questions is a great starting point for content marketing.
    • Social Media Marketing: Building Community and Engagement
    • What it is: Using social media platforms (like Facebook, Instagram, LinkedIn, TikTok, etc.) to build your brand, connect with your audience, drive website traffic, and increase sales.
    • Beyond “Free” Marketing: While creating profiles is free, achieving significant organic (non-paid) reach can be challenging. Many businesses find that paid social media advertising is necessary to consistently reach their target audience. Platforms like Facebook and Instagram offer powerful tools for this.
    • The Focus: Social media is about conversation and connection. It’s a place to share your content, engage with followers, build a community, and showcase your brand’s personality. Consistency and value are key. (While posting frequency suggestions exist, focus first on quality and understanding what resonates with your audience).
    • Reader Reflection: Where does your ideal audience spend their time online socially? Focus your initial efforts there.
    • Email Marketing: Cultivating Direct Relationships
    • What it is: Sending emails to a list of subscribers who have explicitly opted-in to hear from you. This is often used to share updates, promote content, offer discounts, and nurture leads towards a purchase.
    • Why It’s Powerful: Unlike social media, where algorithms control reach, your email list is an asset you own. It provides a direct line of communication to an engaged audience. Email marketing consistently shows a high return on investment (ROI) because you’re talking to people already interested in your brand. (Source: Many marketing studies consistently show high ROI for email).
    • Getting Started: Offer something valuable (a guide, checklist, discount) in exchange for an email address on your website. Nurture that list by providing consistent value (aim for roughly 80% value, 20% promotion).
    • Paid Advertising (Beyond Search): Amplifying Reach
    • What it is: This encompasses various forms of online advertising beyond Google PPC, such as Facebook Ads, Instagram Ads, LinkedIn Ads, etc. It allows you to pay to get your message or offer in front of a specific, targeted audience.
    • Key Benefit: Targeting. Paid ad platforms often allow you to target users based on demographics, interests, online behavior, and more. This helps ensure your message reaches the right people.
    • Example Application: You could run Facebook ads to promote a valuable blog post (content marketing) to people interested in your industry, then later run retargeting ads (showing ads specifically to people who visited your website or engaged with your previous ad) with a direct offer.

    Building Your Digital Foundation – An Atomic Approach

    Instead of trying to conquer all channels at once, think about building your core “digital real estate.”

    1. Your Home Base: A Functional Website: This is your central hub online. It’s where you house information, publish content (your blog), and capture leads. Unlike social profiles, you fully control your website. Ensure it’s easy to navigate and clearly explains what you do.
    2. Your Content Engine: A Blog or Resource Section: Connected to your website, this is where your Content Marketing lives. Regularly adding valuable articles, guides, or case studies helps attract visitors via search engines (SEO) and gives you material to share on social media and email.
    3. Your Primary Community Hub(s): Strategic Social Media Presence: Choose one or two platforms where your target audience is most active. Use them consistently to share your content, engage in conversations, and drive traffic back to your website. (e.g., A Facebook Page).
    4. Your Direct Connection: An Email List: Implement a simple way to collect email addresses on your website (see Email Marketing above). This is crucial for nurturing relationships. (Tools like Mailerlite offer free starting plans).
    5. (Optional but Recommended for Local Businesses): Your Local Listing: Claim and optimize your Google Business Profile. This helps local customers find you easily via Google Search and Maps.

    A Simple Framework for Planning: Your First Digital Marketing Steps

    Ready to take action? Don’t get overwhelmed by complexity. Follow this simple process:

    1. Step 1: Understand Who You’re Trying to Reach. Create a basic Customer Profile or Avatar. Who is your ideal customer? What are their needs, challenges, and online habits? (e.g., The original post’s example: Age 25-40, small business owners, pain point = scaling online profitably). Knowing this guides all other decisions.
    2. Step 2: Choose Your Starting Channels Wisely. Based on your audience and resources, pick one or two core channels to focus on initially. Where can you most effectively reach your ideal customer? (e.g., If your audience is highly visual, maybe Instagram + Website Blog. If professionals, LinkedIn + Email).
    3. Step 3: Create and Share Value Consistently. Develop content (even simple posts or short articles) that addresses your audience’s needs (connects to Content Marketing). Share it on your chosen channels.
    4. Step 4: Measure and Learn. Pay attention to basic metrics. What content gets engagement? Are people visiting your website? Are you getting email sign-ups? Don’t obsess over numbers initially, but use feedback to understand what’s working and refine your approach. (e.g., The original campaign measured Cost Per Lead – a great metric once you’re running ads).

    The Consultation Campaign

    Consider the agency example from the original text:

    • Goal: Generate leads (potential clients).
    • Audience: Small business owners needing marketing help.
    • Offer: Free 30-minute consultation.
    • Chosen Channel: Facebook Lead Generation Ads (targets specific interests, keeps users on Facebook for easy sign-up).
    • Measurement: Cost Per Lead ($0.46 – deemed successful because the potential value of a client was much higher). This illustrates how understanding the audience, choosing an appropriate channel, having a clear offer, and measuring results work together.

    Conclusion: Small Steps, Big Impact

    Digital marketing isn’t about mastering dozens of complex tools overnight. It’s about understanding the core principles – meeting your audience where they are, providing value, building relationships – and consistently taking small, focused actions.

    Start with one foundational piece – perhaps improving your website or starting a simple email list. Master that, then add another layer. Like compounding interest, small, consistent efforts in digital marketing build significant momentum over time.

    Now It’s Your Turn:

    What is one small step you can take this week to strengthen your digital presence based on these fundamentals? Will you outline your ideal customer, draft your first valuable blog post, or set up an email capture form?

    Share your first step or biggest takeaway in the comments below!

  • 7 Quick Actions You Can do Today to Double Your Sales

    1. Know your Dream Buyer

    Knowing your target audience is really the single most important thing when it comes to setting up a business.

    The best way to do this is to know where you can locate your audience in the cheapest possible way.

    To locate your dream buyers in volume, you need to be able to identify them.

    I know you are thinking.

    But Ben, everyone who wants to buy is my target audience.

    This is an extremely costly idea.

    Not everyone is your audience.

    To identify your dream buyer you can ask these 5 basic questions

    1. How old is your target group?
    2. Where do they live?
    3. Are they mostly men or women?
    4. How do you promote your products to those individuals?
    5. Where do they get their information? Social media or News?

    Great! Now that we know who your dream buyer is.

    We can think about how we locate them.

    Are they on social media or can we find them at Shopping Mall?

    Let’s look at some of the strategies to build your target audience.

    2. Develop a Godfather offer

    Does your business have an offer?

    That is an enticing offer to attract new clients.

    For your business to grow.  You would need to have an offer.

    Not just an offer. A Godfather offer.

    An irresistible offer. “An offer people cannot refuse”

    How do you develop such an offer?

    Here is a list of some of the best offers for your products and services

    • Cash Discounts
    • Discount vouchers
    • Contests and Giveaways
    • Free 30 minutes consultation
    • Free Quote
    • Free 40 minutes Assessment
    • Flash Sales
    • Discount Sales

    Practical examples of good offers are

    • “Guaranteed Google rankings in 90 days or we work for free!”
    • “A fresh, hot pizza delivered in 30 minutes or less, guaranteed
    • “Your pizza will be delivered in 30 minutes… or it’s FREE!”

    Here are also 4 questions you can ask yourself to derive your offer

    1. Why should a customer listen to you? – Is it a unique service, market, product, “whole experience is unique”, or price?
    2. Why should a customer do business with you instead of anybody and everybody else?
    3. What can your product do for a customer that no other product can do?
    4. What can you guarantee a customer that nobody else can guarantee?

    I would highly recommend you carve out an enticing offer for your business.

    It would be your single biggest driving force in your business.

    Its the secret to attracting endless amounts of clients and customers for your products and services

    3. Build a Phone list of customers from Day 1

    As a small business, your most important business asset is not a great product or service, but your customer phone list.

    You should be aggressively focused on capturing leads on your phone.

    Every single person who is slightly interested in your products and services should be on your phone.

    For instance, a client of mine gets an average of 5-10 calls a day from new and existing clients inquiring about his Kente products.

    How did he achieve this?

    He decided when he started his business 10 years ago to build a customer phone list.

    He is now enjoying the value of word-of-mouth advertising and is constantly being contacted by leads.

    4. Leverage your WhatsApp and Facebook groups

    Another effective way to increase your leads is to send your offers and promotions to your WhatsApp and Facebook groups.

    The key here is to send only offers and promotions.

    Not simply displaying all your products or services.

    Remember, you don’t want to spam your WhatsApp and Facebook groups.

    Keep them to only your enticing offer and promotions.

    5. Exhaust your Facebook personal profile for leads

    What about using your Facebook profile to generate leads?

    Facebook allows you to grow your personal profile up to 5000 friends.

    This is a gold mine for you to generate leads.

    I know you may be thinking you want to keep your personal profile personal.

    I get it.

    But using Facebook profile stories can drive a lot of traffic to your business.

    Another important tool to drive native traffic is the reels on Facebook and Instagram.

    There is a lot of organic reach and viewership with reels on Facebook and Instagram.

    Take the opportunity and build leads.

    6. Create a WhatsApp Broadcast list

    You have now accumulated a good list of customers.

    What do you do with it?

    We have now built a valuable business asset.

    We have clients we can follow up on.

    How do we follow up with these clients?

    The easiest way is to create a WhatsApp Broadcast list.

    You now have the option to market to your group whenever you have something to offer.

    Promotions are not the only form of messages for you to send.

    Messages should be a mixer of valuable content (⅔) and promotion (⅓).

    7. Set up your shop in a high foot traffic area

    If you are selling a product, a great idea would be to set up shop in a place with high foot traffic.

    A client of mine selling health products has her office inside a High-end salon for middle-class women.

    That’s a solid idea. She is located where her clients are coming and going.

    While a client is waiting to get her nails done.

    She is offering free samples and trials of her products.

    It pays to be in a high foot traffic area especially when you can engage your target audience.

    8. Bonus growth strategy #1: Provide your current customers with a Premium offer

    You have now acquired some new leads and improved your sales.

    There is room for you to make some more money.

    The key is to sell a premium offer to your existing customers.

    The truth is your customers will spend their money somewhere if you don’t have a premium offer.

    The most convenient time to make a sale is when a customer has bought something.

    It is a golden opportunity that should not be missed.

    Always call up your existing customers and  promote  your premium offers

    9. Bonus growth strategy #2: Print media advertising

    Flyers are a great way to quickly get the word out about your product or services for a local business.

    For instance, you have set up a new laundromat in your locality.

    Your next step is to create and print flyers for both offline and online distribution.

    Most importantly, visit all the high foot traffic areas in your locality and distribute them.

    For example, marketplaces, Banks, commercial areas, schools, restaurants, fuel stations, churches, etc.

    10. Bonus growth strategy #3:Post videos on Facebook & Instagram

    With social media marketing, your most effective medium for advertising is videos.

    Video performs better than any form of communication medium online.

    Posting your videos on Facebook reels, stories, Instagram reels, IGTV, etc are all solid ways to improve and build your brand awareness online.

    You can use your iPhone to shoot the videos.

    The most important thing about the video is whether it is providing value.

    Wrapping up

    Starting and growing a business is hard.

    There is no doubt about that.

    The truth is you don’t have to go through the struggles all by yourself.

    As outlined above, these are ways you can employ to have an effective do-it-yourself advertising campaign starting at $0.

    Which of the ways are you going to start with?

    Leave a comment and let me know